Actor-host Rannvijay Singha says he believes fashion should always be effortless. "I strongly believe fashion should always be effortless yet cool," Rannvijay said in a statement to IANS.

The actor has launched his fashion label Disrupt on e-tailer Myntra. On the fashion brand, he said: "There is a bit of personality and fashion sense in all the styles offered at Disrupt. The key idea was to combine our concept of disruption along with the new-age audience. From the prints, the stitch styles, and the colour palettes, there is an element of disruption in almost all of them."